NBCU & Chrysler Launch Co-Branded Campaign for Secret Life of Pets

NEW YORK: NBCUniversal is partnering with the Chrysler brand, Universal Pictures and Illumination Entertainment to launch the all-new 2017 Chrysler Pacifica and Illumination and Universal’s The Secret Life of Pets movie, which hits theaters on July 8.

The wide-reaching initiative includes multi-episode custom content pieces created by NBCUniversal’s Content Innovation Agency, Universal Pictures and Illumination that will feature such NBCU talent as Seth Meyers (Late Night) and his dog, Frisbee. They will air across the company’s networks and social platforms, as well as on BuzzFeed and Vox Media.

Beginning today, the custom content will premiere on NBC’s TODAY and then across the NBCU portfolio. Content featuring the Pacifica, animation from The Secret Life of Pets and NBCU talent will appear on Golf Channel, NBCSN, Sprout and USA Network. The launch campaign will conclude tonight with a live ad featuring Meyers on Late Night with Seth Meyers and another original content piece, as well as the debut of the brand-new trailer for The Secret Life of Pets.

“The opportunity to partner with NBCUniversal to create engaging content featuring talent from across its diverse television network portfolio presented a strong media platform with incredible reach to tell the story of the all-new 2017 Chrysler Pacifica,” said Olivier Francois, the chief marketing officer of FCA – Global. “Leveraging the unprecedented level of functionality, versatility and technology of the vehicle, including our UConnect theater, together with The Secret Life of Pets, a film for mom, dad and their children, is the perfect combination to introduce audiences to the all-new Chrysler Pacifica as the ultimate family vehicle.”

The program also extends to NBCU’s digital and social platforms and will feature content from the campaign and will take advantage of the company’s Social Synch program. Telemundo’s Un Nuevo Dia will activate its digital properties to feature the content. BuzzFeed and Vox Media will also create their own unique and engaging content beginning today.

“This unprecedented partnership represents how NBCUniversal is able to tap into assets across our company, from film to distribution, to deliver our advertisers audiences with incredible scale,” added Linda Yaccarino, the chairman of advertising sales and client partnerships at NBCUniversal. “We were thrilled that Chrysler entrusted us with developing a breakthrough campaign for their biggest launch of the year, and we couldn’t be happier to join with The Secret Life of Pets as our partner.”

The campaign continues tomorrow with the rollout of three additional branded content pieces featuring Meyers and the all-new 2017 Chrysler Pacifica, which will air across NBCUniversal’s channels and digital pages. The custom content, as well as The Secret Life of Pets trailer, will appear on Fandango for the entirety of the campaign, which runs through July.